Lines in the Sand

AUTHOR(S)

Brand, Tom

PUB. DATE

December 2009

SOURCE

Marketing Health Services;Winter2009, Vol. 29 Issue 4, p26

SOURCE TYPE

Academic Journal

DOC. TYPE

Article

ABSTRACT

The article presents information on the characteristics and features of integrated marketing used in healthcare marketing. It states that there are several factors which help integrated marketing including high-speed internet, Web 2.0, and electronic commerce. It refers to a marketing approach known as wagon wheel approach which helps to draw a line between the new and the traditional marketing lines. It suggests that marketers should erode the line to prevent true integration when creating and delivering content. It is stated that the hospital marketing has entered a new scenario of integrated content creation and delivery.

ACCESSION #

48998903

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